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Quarter Recap, 11 09 Copy


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  • 1. Sports Public Relations University of Cincinnati Quarter Recap by Jackie Reau Adjunct Professor University of Cincinnati Presented: November 2009
  • 2. Sports Public Relations is… a managerial communication-based function designed to identify a sport organization’s key publics, evaluate its relationships with those publics and foster desirable relationships between the sport organization and those publics.
  • 3. The Role of a Sports Information Director Cultivate publicity Manage statistical services Manage the media at games, competitions Create publications Manage the web sites AND Manage/engage the conversation on social media platforms
  • 4. Public Relations as a Strategic Management Tool Mission formulation SWOT Analysis Development of long-term goals and short-term strategies Implementation of strategic choices with resource allocation Evaluation
  • 5. SWOT Analysis for University of Cincinnati Baseball PR EXERCISE Strengths Weaknesses Opportunities Threats
  • 6. The Sports Public Relations Universe Consumer Relations Media Relations Community Relations Industry Relations Investor Relations Donor Relations Employee Relations Government Relations
  • 7. Public Relations Planning & Execution Objective of Plan Research (focus groups, competitive analysis) Key Messages Target Audiences Strategies to Execute Budget Evaluation
  • 8. Understanding the Changing Landscape of media Print (magazine, newspaper) Broadcast (TV, radio) Internet Social Media Traditional media vs. citizen journalism
  • 9. Social media & sports Draft the plan with an editorial schedule of engagement Determine the social media platforms to use Manage the platforms with informed staff Manage expectations of your fans, frequency of interaction
  • 10. The Sports Information Director’s Toolkit Media Guide Updated media lists Game Notes/Game Wraps with stats Credentialed, staffed media rooms with internet access Web site Social media platforms AND Access to Coach/GM for media interviews FOOD/GOOD PARKING for media
  • 11. Crisis Communications Stage 1: Forecast potential crises Stage 2: Develop a crisis communications plan Stage 3: Use the crisis communications plan Stage 4: Assess/evaluation the crisis communications plan
  • 12. Charity Relations/Community Relations Focus on a key initiative/target population Player access Experiential events Ticket donation programs Advocacy programs Youth programs Personal appearances
  • 13. Measurement of Efforts Track all activity and tell the boss Media coverage and earned media value # of visits to web site # of engagements with social media platforms # of charity events, engagements with target audience
  • 14. Your Keys to Success Good writing skills Great communications skills (you must like people) Trend spotting (know what’s going on) Always anticipate the best & worst of what can happen Make the world smaller for you, focus on key influencers who you can network
  • 15. Final Thoughts for Success - Read the daily newspaper/web site -Know your bosses name -Know the president of your company’s name -SWOT: Strengths, Weakness, Opportunities, Threats -CRM: Customer Relationship Management -Use social media to track trends, competitive intelligence -Media train your executives/spokespeople